Cities, governments, not-for-profits, celebrities, professional
associations and many other organizations can benefit from powerful
brands. While many of these brand owners permit their brands to be
used by others through licensing, these brands are unlikely to be
acquired in the traditional sense that a corporate brand might be
the target in a corporate acquisition. So how does the owner of a
brand that won't be acquired understand the value of their
brand assets?
Brian Buss of Nevium led a discussion with the Provisors
Branding, Licensing and Intellectual Property affinity group in Los
Angeles on this very topic. The key to valuing these brands is
quantifying how the brand contributes to the organization's
financial performance. Nevium has applied a profit apportionment
model to answer this and similar questions for brand owners outside
the classic corporate world. With an understanding of the
brand's contribution to financial performance and the value
achieved
